Full-Funnel Lead Generation for a Multi-Location Structural Services Brand
Case Study: Blackburn Foundation Repair
the Brand
Blackburn Foundation Repair (formerly Blackburn Basement Systems) has been a trusted name in basement waterproofing, foundation repair, concrete leveling, crawl space encapsulation, and radon mitigation since 1992.
Operating across South Dakota, Wyoming, and Nebraska, Blackburn combines small-town service with enterprise-level systems as a proud member of the Foundation Supportworks and Basement Systems networks—giving them access to the most advanced techniques in the industry.Office Locations including:
Sioux Falls Office: Hartford, SD 57033
Rapid City Office: Spearfish, SD 57783
Pierre Office: Pierre, SD 57501
High-Ticket Services, High-Stakes Decisions
Blackburn’s core offerings aren’t quick fixes—they’re life-changing home investments that protect families, preserve property value, and provide long-term peace of mind.
From structural foundation repair to radon mitigation, the average project ranges from $5K–$40K. These services are high-consideration purchases, meaning leads need to be educated, nurtured, and aligned with the value Blackburn delivers.
Marketing isn’t just about generating volume—it’s about finding the right homeowners at the right time, with the right message. That’s what our strategy delivered.
Project Snapshot
Client: Blackburn Foundation Repair
Industry: Home Services / Structural Repair
Annual Budget Managed: $1.4M
Lead Goals: 400–600 leads per month
Project Type: Full-Funnel Marketing Ecosystem
Key Platforms: GLSA, Google Ads, Facebook Ads, Nextdoor, Angie, Modernize, Email, Print, Direct Mail
The Challenge
With three locations, five service lines, and an expanding service area across multiple states, Blackburn needed a lead generation strategy that could scale, stay cost-efficient, and deliver qualified leads for high-ticket services.
Their visibility was strong, but lead flow was inconsistent and disconnected across platforms. They needed strategic oversight, centralized creative, and performance optimization—backed by a clear process that could grow with them.
The Solution
Working remotely from California, we developed and managed a comprehensive, omnichannel marketing program—from creative direction and paid media management to local campaigns and email strategy. Every touchpoint was designed to increase volume, lower CPL, and support the in-house team with high-converting lead flow.
What We Did:
Strategic Budget Oversight
Managed a $1.4M/year marketing budget across digital and traditional platforms
Reallocated monthly spend based on performance, seasonality, and close rate trends
Multi-Platform Lead Generation
Managed and optimized lead flow across Google Ads, GLSA, Facebook Ads, Nextdoor, Angie, Modernize, and direct mail. Built geo-targeted campaigns, adjusted spend by performance, and streamlined lead routing to boost conversion and lower cost-per-lead.
Local Visibility & Offline Media
Placed ads in Real Estate Guide, Mortar Market, Home Ideas, Spearfish 605, and Capital Journal
Designed and placed billboards across high-traffic routes
Planned and supported home show presence in all three markets
Grassroots + Direct Mail Campaigns
Executed radius-targeted postcards, yard signs, and door hangers with service-specific messaging
Combined timing with digital pushes for stronger impact
Email Strategy + Premailer Redesign
Revamped Premailer templates for brand consistency and improved engagement
Managed monthly newsletter creation and deployment with a seasonal + service-based approach
Creative Direction + Brand Consistency
Directed visual and message strategy across all marketing materials. Maintained a cohesive look and feel across digital ads, print assets, and email.
Video
The Results
Consistently generated 400–600 qualified leads/month across all service areas
Lowered cost-per-lead through continuous platform optimization and spend reallocation
↑ Elevated brand trust with consistent, localized messaging across digital and traditional channels
↑ Supported high-ticket service growth with a scalable, full-funnel system built for long-term ROI
“This was strategic execution at scale—across states, platforms, and channels. Everything flowed through one clear system, and it worked.”
Brand Candie